Applied AI to Propensity Modelling

As AI reshapes how consumers discover and choose brands, marketers have an opportunity to redefine what brand growth in the age of AI looks like. SMARTIES is an important platform for celebrating ideas that bring together creativity, technology and measurable business impact - and this is the right time to launch the 101 AI in Marketing Use Cases.

Kirthiga Reddy

Co-founder & CEO

Very happy to present these cases. They demonstrate how AI is moving beyond experimentation to become a practical engine for business transformation. And these are not static solutions — as models and our understanding of data evolve, they will keep learning. This is the journey from AI education to truly Applied AI.

Sandeep Pandey

CEO & Co-Founder

The next phase of AI in marketing will not be defined by the number of tools businesses use, but by how effectively they integrate AI into real workflows and decision-making. MMA's 101 AI Use Cases brings practical examples into one place, so the industry can learn from what is actually working.

Tejas Rathod

Founder & CTO

AI allowed us to explore more ideas, cultures and creative possibilities at a scale a traditional studio process could not match. The real opportunity was to build something Chinese Wok could own — a cultural platform, beyond just another campaign.

Vikas Iyer

Marketing Head

AI in marketing has had plenty of vision and not enough inventory. Every CMO has heard why AI matters; far fewer know what to build first. This compendium closes that gap with a hundred and one real, working examples — so adoption stops being a leap of faith.

Nishant Arora

SVP Marketing

AI is fundamentally changing how technology is built and how businesses create value. The focus now must move beyond adopting AI to building systems that are intelligent, scalable, transparent and responsible by design. The next generation of marketing technology will be shaped by how thoughtfully we build it.

Harsh Sharma

Head- Product and Technology

When AI is rooted in trusted, verified data, it empowers Indian marketers to use it with less caution and more confidence. A foundation of transparency and accountability leads to a stronger industry for advertisers and a better experience for consumers: personalised, contextually relevant messaging that delivers outcomes at scale while protecting brand equity.

Samir Karpe

Country Manager - India

We're thrilled that Hybrid's campaigns are part of MMA India's 101 AI in Marketing Use Cases — a genuine reference of what actually works, not what sounds good in a keynote. Too much of the AI conversation is still abstract; this compendium replaces speculation with real campaigns, real results, real evidence. Recognition from peers who understand what it takes to build this work is what means the most to us.

Divyam Chaturvedi

Country Head

We're excited to be part of MMA's 101 AI in Marketing Use Cases, because the initiative brings the conversation around AI closer to how marketing is actually being transformed. At Huella, we see AIgnite 2.O as an example of that shift, and believe sharing real applications like this can give marketers practical insight into where AI can create greater relevance, agility and value.

Karan Khanna

Co-Founder & COO

AI is redefining the future of marketing by enabling brands to create with greater speed, precision, and purpose. At Tata AIA Life Insurance, we are excited to be part of MMA's 101 AI in Marketing Use Cases initiative, showcasing how responsible AI adoption can transform everyday marketing challenges into opportunities for innovation and impact.

Girish Kalra

Chief Marketing Officer

Happy to partner with MMA India for their 101 AI Use Cases initiative! We are sharing how marketing teams use Maia by Shopalyst as an Agentic Operating System for the enterprise. Through our Growth Flywheel framework—spanning Culture, Creative, Campaign, Commerce, and Community—we help brands unlock meaningful use cases and measurable outcomes.

Girish Ramachandra

Co-founder & CEO

We cannot solve new-age marketing problems with old-world thinking. AI is not just another execution tool; it is pushing us to rethink how we understand consumers, make decisions and build brands. The 101 AI in Marketing Use Cases compendium brings this shift to life with practical examples, giving marketers a starting point for turning AI's potential into action.

Deepali Naair

Global Head of Brand, Marketing & Corporate Communications

The most expensive part of AI maturity was never picking the right model. It was looking at the business problem and acting on it. When we built ACE, an entirely indigenous analytical and coaching tool, the conversations became meaningful and everything changed. Get the human angle wrong and you are just buying dashboards.

Saurabh Jain

CMO

At Hybrid India, we believe attention, not reach, is the real currency of digital advertising, and that AI applied with intent can change what brands get from their media. Our work for Honda Elevate, BASF, Crompton, Dabur Odomos and LEGO Botanicals shows that AI's value isn't in the volume it produces, but in the outcomes it earns. Grateful to the clients who trusted these ideas and the teams who brought them to life.

Ketan Deorankar

Director, Growth

The UltraTech campaign shows how AI can make advertising more relevant and interactive. Using AI-based DCO, it served a localized version based on the user's location and language, and invited them to say 'Ghar Ek, Mauka Ek' in their own tongue. By combining AI, voice and dynamic creative, we turned a generic execution into a more personal experience.

Siddharth Kelkar

Managing Director, Performance Business

AI becomes truly powerful when it moves beyond analysing what consumers are doing to identifying where they are headed. By connecting what people search for and aspire to next, we turned fragmented signals into three distinct fragrances, showing how data, technology and human thinking can create what's next.

Monaz Todywalla

CEO

AI delivers real value when it changes a business decision, not just a reporting dashboard. From agentic marketing intelligence to predictive modeling to AI-ready data, what truly counts is connecting consumer understanding to measurable growth. We are proud to contribute to MMA India's 101 AI in Marketing Use Cases and help marketers move from AI experimentation to impact.

Raman Kalra

President, Asia Pacific, Material